Insights into the brand preferences of Generation Z in the United States! Amazon and Walmart remain popular

According to a new survey by Morning Consult, Amazon, Walmart and Target are not only the top retailers in the United States, they are also among the most popular brands of Generation Z. The results come from data collected from the survey between May 1 and August 21, 2022.

According to the report, Amazon, Walmart and Target ranked fourth, sixth and seventh respectively on the list of Gen Z's favorite brands, beating out companies like Nike, Oreo, DollarTree and Apple. These three retailers are also very popular among other young groups, but ranked slightly higher with Gen Z.

In terms of brand preference among Generation Z, Youtube ranks first, followed by Google and Netflix. For brands such as Discord, TikTok, Crocs, Snapchat and Shein, the preference gap between millennials and Generation Z is the largest, and Generation Z seems to prefer these brands much more than millennials.

For example, 59.69% of Generation Z adults have a favorable impression of Crocs, which is 13.38 percentage points higher than the 46.30% of millennials who have the same opinion.

Among Gen Z men, the most popular brand is YouTube, followed by Gatorade, Playstation, Google and Walmart. Among Gen Z women, YouTube, Google, Netflix, Target and M&Ms are the top five brands.

In the apparel category, Shein is the most popular brand, especially among Gen Z women. 44% of Gen Z adults say they have a favorable impression of the fast fashion company, compared to just 22% of adults of all generations.

In addition, Generation Z also favors fast fashion brands such as H&M, Forever21 and Zara. A ThredUp survey of 1,989 consumers aged 16-25 showed that one-third of the respondents are keen to buy fast fashion products.

Editor✎ Ashley/

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